Political ad season is in full swing. Most ads are just variations on the same basic themes; there’s the openly low-blow approach, as in this Barrack Obama ad which takes one trivial verbal stumble by John McCain and uses editing tricks to make him appear not just infirm, but dangerously, ominously infirm, and then there’s the ol’ boilerplate ads in which a soothing voice reassures you, in a tone that’s a cross between a tampon ad and someone talking you off a high ledge, that you’re going to have a good life if you just choose the right political product.
Some ads take newer and more creative approaches and manage to pull it off. This inventive and oddly effective Conservative ad manages, through its use of music and images, to subtly, almost subliminally, evoke the biblical-scale sorrows of the last century, and the great wars, en route to addressing the prosaic issue of…tariffs. Truly an achievement.
The best ad I’ve seen this fall, though, is this one, in which John McCain offers his sincere heartfelt congratulations and best wishes to his rival on the occasion of his winning the Democratic Presidential nomination. At first glance, it’s nothing but pure sweetness and decency, a Hallmark Card of an ad replete with a tintinnabulating music-box soundtrack, but on further viewing its mildly sinister tack fairly rumbles and its edges become more apparent.
There is an understated but unmistakable “by-and-by” menace lurking beneath the forthright, kindly smile. McCain’s tone brings to mind certain Irishmen — and some Scots, depending on what part of Glasgow you’ve wandered into — who (and fire up your Irish accent as you read the following) even as they’re butterin’ ya up, and tellin’ ya what a wondrous creation you truly are, are also kinda…well, threatenin’ ya’ at the same time with those very same words. An unspecified, vaguely-alluded-to inevitability mixes uncomfortably with the most heartfelt reassurances that all inevitabilities will of course be comfortable, for such a wonderful person as yourself. Aye, you’re a big strong man. Congratulations on all your success, it’s all so well-deserved; I love to see your smile and your happy, confident ways. With any luck, we’ll surely be encounterin’ each other in the days and weeks and months and years to come, and what a privilege it will always be for me.
/Irish accent.
Its loaded tone, only parsable by a certain constituency, betrays a deeply-rooted, Northwest European approach to discourse in which a full genuflection is roundly delivered in the square middle of an unflaggingly formal “you’re-not-going-to-win-this-one” procedure.
A lot of elder Chinese, too, seem to take that same subtle approach. To see it in a political ad is strange; it has a certain…commutative bloom. It’s certainly a big change from the usual “my-ass-smells-like-a-pumpkin-pie-baked-especially-for-you” paeans to the All-American axe-murderer’s own self-image one typically sees in, say, American Congressional ads.
Watch it a few times — the music gets funnier with each viewing.